臺灣博碩士論文加值系統

近年來，由於國民生活水準提高與國內製造技術能力大幅提升，使得特殊合金材料之產量與需求成長迅速，鈦合金也從工業用途擴大應用於民生用途。
而鈦金屬技術應用於民生用途之創新商品，最具技術門檻及創新性價值的商品，則非液化鈦技術莫屬；現代科技與製程技術日新月異，新產品開發速度遠遠大於消費者之採用速度；但有許多新產品雖具有創意，卻不盡然符合消費者需求，因此造成許多看似不錯的新產品有行無市，與預期熱賣的情況相差甚遠。此外，新產品市場需求變化迅速，使得創新產品之生命週期大為縮短。所以若不能有效瞭解消費者需求，將很快被市場淘汰。
如果能真正確切明瞭影響消費者購買液化鈦產品意願的因素，並將消費者觀點納入液化鈦產品的研發過程中，定能有效擬定行銷策略及研發新產品以提升消費者的購買意願。所以本研究的動機有二：一為探討影響消費者購買液化鈦產品意願的因素。二為探討創新採用者類型之間的不同之處，以擬定出有效的行銷策略，將液化鈦新產品有效地行銷到整個市場之中。
本研究主要目的是想探討不同消費者特徵、新產品屬性對消費者購買液化鈦產品決策的影響，同時探討創新採用者類型在消費者特性、新產品屬性上的差異，期望能對企業在行銷實務及產品研發上有所幫助。
本研究以液化鈦項圈為實證標的，針對個案公司己購買之消費者進行問卷發放，共發放300 份。研究發現各類型採用者及各分店別消費者均有不同的消費者特徵，可以作為個案公司後續擬定行銷策略之參考。

Abstract

Following the increase in living standard and manufacturing techniques and capacity in Taiwan in recent years, the production and the demands for special alloy materials are expanding from their industrial application into living uses.
Among innovative merchandise of Titanium techniques application in daily life uses, the one with highest level of techniques and innovative value is aquatitan techniques. Modern technology and process techniques are renewing in extremely fast speed and the speed of developing new merchandise is much faster than the acceptance of consumers, however, many of the new products may be very creative, but not always meeting he needs of consumers and end up with supply of seemingly good products find no demand at all and failed the manufacturers’ expectation of big sales. Further, with rapid change of market demand of new products, it resulted in greatly shortened life cycle of new products. Hence, when the needs of consumers is not understood properly and effectively, the market will wipe such product out mercilessly.
If the factors affecting the willingness of consumer in purchasing aquatitan is clearly and correctly understood and incorporate the viewpoints of consumers into the process of research and development, there will certainly marketing strategies proposed effectively for the new products to increase the purchasing inclination of consumers. In the research, we have 2 motives: one is to find out factors affecting consumers’ willingness in purchasing aquatitan products and the other one is to find out the difference among types of consumers adopting aquatitan products for making up effective marketing strategies to channel the aquatitan products effectively to the whole market.
The purpose of this research is to find out the consumers characteristics of different product, the effect of new product attributes in the decision of consumers in purchasing aquatitan products, and in the meantime, finding out the difference of different consumer groups in consumers characteristics and new products attributed to provide assistance to companies in marketing practices and product research and development.
This research takes aquatitan neck rings as the subject of practical research and 300 questionnaires were distributed among consumers who have purchased the products of subject company. It is found that each type of adopter and store-wise consumers are having different consumer characteristics, which may be provided for the reference of subject company in deciding their future marketing strategies.

Key Words: Innovative Diffusion, Consumer Characteristics, New Product Attribute, Aquatitan, Marketing Strategy

第一章 導論 ---------------------------------------------1
第一節 研究背景與動機 ---------------------------------1
第二節 研究目的 ---------------------------------------4
第三節 研究範圍 ---------------------------------------5
第二章 文獻探討 -----------------------------------------6
第一節 消費者行為理論----------------------------------6
第二節 產品屬性理論 ----------------------------------17
第三節 行銷策略理論 ----------------------------------19
第四節 創新產品採用與創新擴散模型---------------------23
第五節 小結-------------------------------------------34
第三章 研究方法 ----------------------------------------35
第一節 研究架構 --------------------------------------35
第二節 資料收集方法 ----------------------------------40
第三節 資料分析方法 ----------------------------------41
第四章 資料分析 ----------------------------------------42
第一節 個案公司簡介-----------------------------------42
第二節 個案公司行銷策略訪談結果-----------------------43
第三節 消費者問卷資料分析-----------------------------46
　第四節 個案公司訪談與消費者問卷結果-------------------71

第五章 結論與建議 --------------------------------------71
第一節 研究結論---------------------------------------71
第二節 研究建議---------------------------------------75
第三節 研究限制及後續研究建議-------------------------77

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